Segmentation

• Strategy is about your why, but segmentation is about your who.
• Knowing your audience means using segmentation in your email marketing efforts.
• Creating a segment based on contact information from your CRM and email marketing interactions.
• Segmentation capabilities depend on the amount of information you’ve gained from your audience.
• Create segments based on demographics, geography, email engagement, or website behavior.

CRM and ESP Working Together

• Coordinating your contact management with your segmentation strategy is key.
• If your ESP doesn’t integrate with your CRM, it’s difficult to segment.
• HubSpot functions as both a CRM and an ESP.
• HubSpot as a CRM allows you to collect and organize data about your contacts.
• HubSpot is also an ESP, you can collect specific information about your contacts’ engagement with your email marketing.
• Email engagement such as the links and CTAs contact click on, the time spent viewing your email, and the platforms your emails are getting the most engagement.
• Bringing customer demographic and email interaction - engagement data together allows to make a strategic inference and target your messaging to contacts specific needs and interests.

Example 1: Howard University

• About: attracts many corporate sponsors interested in building relationships with students for future career opportunities.
• Situation: do not have CRM or any centralized database to manage its corporate sponsors, using individual spreadsheets and databases.
• Lacking a clear point of contact and engagement.
• Not having a clear contact management process led to some of these inquiries being missed or lost.
• Task & Actions: chose to use HubSpot’s CRM platform and its marketing features.
• Developed a form on their website where potential corporate sponsors could indicate their interest in building relationships with students for future career opportunities.
• Contact management integrated easily into their email marketing.
• Result: school used the data collected from the forms to create segments of contacts and email campaigns, to students interested in career development

Example 2: DoorDash

• About: connecting consumers to their favorite restaurants.
• Situation: marketing team didn’t have the tools it needed to communicate efficiently with those B2B customers.
• Had a single landing page with a Formstack lead capture form.
• Manually integrated with Salesforce.
• Team had to clean the information submitted through the forms before manually uploading the data to Salesforce.
• Their process also limited their email segmentation abilities.
• Task & Actions: pivoted their strategy and began using HubSpot to integrate all of their processes.
• Result: By using HubSpot’s segmentation and contact management tools, the email marketing team at DoorDash can now access the right information to create their segments.
• Integrating your CRM allows for greater efficiency in your segmentation strategy and an increase in overall productivity.

Example 3: Envision Technology Advisors

• About: business and technology consulting service provider.
• This small B2B company works with Blue Frog — a top agency with a HubSpot Certified Trainer who is Academy-trained and passionate about inbound, HubSpot, and education — to help them meet their inbound goals.
• Situation: wanted to be able to segment their prospects with focus.
• Task & Actions: created 3 segments.
• Segment 1: consisted of prospects that attended an event about cybersecurity.
• Segment 2: consisted of prospects that attended an event about human resources and technology.
• Segment 3: consisted of prospects that attended an annual event.
• Three email campaigns were able to achieve open rates of 100%, 60%, and 77.42% respectively
• Result: Segmentation can help you drive your business with greater focus and impact.

Additional References and Resources

Refer to the additional references and respurces below for the exam preparations.

• HubSpot
  
• What Is HubSpot Breeze, and How Does It Work?
  comprehensive AI toolkit first introduced at INBOUND 2024.